How B2B companies use Google Ads to target complex offerings
- Systematically increasing qualified product purchases and B2B leads through a clear campaign structure
- Achieve a clear separation of conversion goals by untangling convoluted campaign structures
- Improved control and significantly more efficient campaign performance through clear separation of conversion goals
- SEA strategies tailored to industrial e-commerce and B2B online stores
The biggest challenges with Google Ads in B2B e-commerce usually don’t lie in the ad budget, but rather in the lack of a strategic campaign structure. For many e-commerce brands, Google Ads accounts and campaigns have grown organically over time, often becoming too broad or failing to be clearly separated by conversion goals. The situation becomes particularly critical when product purchases, lead generation, and general search queries are mixed together in the same campaigns, or when multiple conversion goals are intended to be tracked via a single landing page. As a result, neither the e-commerce company itself nor the Google Ads algorithm clearly knows what to optimize for. This is exactly where professional Google Ads optimization comes in: with clear conversion goals, a clean campaign structure, appropriate keyword clustering, and a separation between direct store purchases and qualified B2B inquiries.
Starting point: Where ZARGES stood before the campaign optimization
Our collaboration with the access solutions provider ZARGES in the area of Google Ads began in August 2025 with a comprehensive audit of the existing campaign and account structure.
The campaigns were already profitable, but they were not consistently structured according to the different business objectives. The goal of the audit was to strategically analyze the campaign structure, more clearly separate conversion goals from one another, and identify optimization potential in terms of controllability, audience quality, and budget allocation.
The challenge: unclear structure, misleading signals, and wasted reach
The central challenge was that the Google Ads campaigns were not clearly separated by business objectives. Product purchases, lead generation, and general search queries were sometimes mixed together, preventing budgets from being managed effectively.
Additionally, many keywords were still too broad, meaning qualified B2B target audiences were not sufficiently separated from less relevant search queries. This resulted in high wastage, including clicks from private customers who were not relevant to the B2B business model. This led to inefficient click costs and made it difficult to clearly assess actual campaign performance.
Conversion tracking was also not properly structured. Several different conversions were marked as primary goals, which skewed the data quality. As a result, smart bidding strategies optimized based on incorrect signals, making the actual return on investment difficult to assess.
Baseline Campaign Performance
At the start of the project, ROAS stood at 251 percent and ROI at 151 percent. This already indicated a positive return, though it was still far from the potential achievable with a clean campaign structure.
The most important task for us as a B2B SEA agency was therefore not simply to increase the budget, but to clean up and realign the data. Only through clear conversion goals, separate campaign logic, and more precise keyword targeting could the Google Ads algorithm finally optimize reliably based on the right signals and operate significantly more profitably in the long term.
The B2B Google Ads strategy we implemented
Google Ads Audit
To identify the biggest bottlenecks in ZARGES’ campaign structure, we first conducted a comprehensive audit. The audit focused on: campaign structure, conversion tracking, and keyword targeting.
SEA-Keyword-Analysis
The research on positive and negative keywords was conducted in advance as part of the on-page optimization process. It also served as the foundation for the restructuring of the Google Ads campaigns.
Campaign Restructuring
Based on the audit, the campaign structure was strategically reorganized. Two brand campaigns, three sales campaigns, and two lead generation campaigns were developed to cover the entire funnel.
Landingpages
We provided recommendations for landing page adjustments as part of our on-page optimization efforts. Furthermore, ZARGES is continuing to develop new landing pages on its own.
Continuous optimization
After the campaigns were revamped, they were launched. We have been managing them on an ongoing basis ever since and continue to optimize them based on the results of various tests.
Retargeting + Scaling
Targeted retargeting is designed to bring potential customers back. Further international expansion of the campaign structure is planned for summer 2026 in order to scale up the Google Ads setup.
Results after 6 months: An overview of ad spend performance
At the start of the optimization process, a total of seven new Google Ads campaigns were launched. The new structure consisted of two brand campaigns, three sales campaigns, and two lead campaigns. This made it possible, for the first time, to clearly separate the most important business objectives and optimize them in a targeted manner.
After the first six months, the strategic restructuring had a clear impact: the campaigns could be managed much more efficiently, while both the performance and the quality of the generated inquiries and sales improved sustainably. At the same time, the B2B online store saw a significant increase in product purchases and qualified leads.
Particularly important: Today, the online shop no longer functions exclusively as a direct sales channel, but also as a strategic entry point for qualified and consultation-intensive B2B inquiries. Since the majority of the campaigns run independently of specific brands, sales and leads are generated not only through existing brand awareness, but also through genuine keyword-driven demand in the market.
Solutions implemented for this project
B2B Google Ads
With targeted Google Ads campaigns, we reach B2B decision-makers precisely when they are ready to make a purchase, in a way that is measurable, efficient, and industry-specific.
Landingpages
By strategically optimizing campaign landing pages, we optimized the online store for sales and lead conversions.
SEO/GEO for B2B-Shops
Before launching the Google Ads project, we laid the groundwork for a demand-driven campaign structure through a comprehensive, international keyword mapping exercise. This served as the foundation for ZARGES’ SEO and GEO strategy.
“We are very satisfied with our collaboration with Siegers Media in the areas of B2B Google Ads and SEO.
I would particularly like to highlight their strategic and structured approach to the further development of our SEO and SEA activities. Together, we clearly separated different goal systems—specifically brand, sales, and lead generation—making them much easier to manage.
The transparent communication, excellent responsiveness, and understanding of complex B2B and industry requirements make the collaboration very pleasant and professional. In my view, Siegers Media is an excellent partner, particularly for companies with products that require explanation and more sophisticated sales structures.”
Samuel Boeck
Online Marketing Manager Zarges Gmbh
Collaboration and Results in the Field of B2B E-Commerce
Our collaboration originally began in the area of search engine optimization. Before we turned our attention to Google Ads, we first developed a comprehensive SEO strategy, including international keyword mapping, for the B2B e-commerce market in the access equipment sector. This groundwork later served as the ideal foundation for restructuring the Google Ads campaigns.
Google Ads accounts already existed before the project began, but they were not optimally aligned with the business goals. A key issue was that a large portion of the budget was still allocated to brand search, and the campaigns were not clearly separated into brand, sales, and lead generation. Therefore, we started with a detailed audit, which we subsequently presented to the client along with our recommendations.
Based on this audit, our existing collaboration, and the SEO foundations already in place, we were able to restructure the campaigns in a targeted manner. Since then, we have been working very closely with ZARGES through monthly meetings and continuously refining the strategy. Building on the positive results of the German campaigns, we are currently exploring the potential for expansion into selected international markets.